Audience targeting is becoming more widely adopted, now used by more than 8 in 10 advertisers and 9 in 10 agencies, ad networks, ad exchanges and DSPs, according to an eXelate and Digiday State of the Industry survey. Along with growing adoption come rising budgets: roughly 7 in 10 respondents report that they plan to increase their audience-targeting budgets, for an average increase of 38%. The survey also finds that 3rd-party online data is the preferred audience targeting data source for both advertisers and agencies.
Among both groups, 1st-party CRM data was the next-most preferred source. Read the rest at MarketingCharts.